“Grist works hand in glove with our internal branding team to provide cutting-edge design which engages existing and prospective clients in a compelling and creative way.

The purpose

JLT Specialty has built its reputation on specialist risk management knowledge, client advocacy, tailored advice and service excellence.

The leading insurance broker wanted to raise awareness of its values, people, products and services with a global audience of insurance buyers in larger corporates and international firms. The aim? To create ongoing dialogue that would enhance its reputation over time and provide a point of differentiation from its competitors.

How we helped

Grist launched Risk Specialist, a distinctive print publication that helps JLT Specialty to stand out from the crowd. The magazine informs, challenges and educates insurance buyers worldwide, with a range of articles and features that are forward-looking, practical and authoritative.

A bold, consistent look and feel, making use of vibrant colours, bold images and clear graphics, has helped to position Risk Specialist as a respected and trusted source of information.

Grist also helps the firm to provide authoritative coverage in international markets. With the magazine’s reach broadened to cover Brazil, we realised that a simple translation of existing material was unlikely to engage.

Instead, a Portuguese-speaking veteran journalist was commissioned to produce unique content for the Brazilian version, including a full feature-length analysis of the Brazilian insurance market, and an extended news section covering recent local developments.

The results

The result is a magazine which has become the focal point for JLT Specialty’s integrated marketing communications plan – achieving specific business objectives while providing real value to readers.

Now in its seventh year, the magazine sits at the heart of a portfolio of thought leadership publications for the award-winning insurance group. A recent mobile-friendly web redesign has also provided a more engaging digital platform from which to promote individual articles via search and social.

Account manager: Mark Wellings

Mark Wellings is responsible for developing and implementing content marketing strategies that deliver measurable results for our clients. Prior to co-founding Grist he was director of custom publishing for the Economist Intelligence Unit in New York, publisher for Financial Times Newsletters and Management Reports in Hong Kong and senior commissioning editor for Thomson Learning in London.